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1
Tzeng, S. Y., and W. M. Wong. "Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands." South African Journal of Business Management 47, no. 4 (2016): 83–92. http://dx.doi.org/10.4102/sajbm.v47i4.77.
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This study explores consumers’ decision-making in terms of intention to switch to foreign brands from domestic brands when purchasing cell phones and sports shoes. A survey of 584 undergraduates in Guangdong, China, shows that domestic brands retain their low quality-conscious, low fashion-and-recreational-conscious and low price-conscious customers and attract low brand-conscious and high choice-confused buyers from foreign brands. Foreign brands typically retain their consumers who are highly conscious of fashion and recreation and keep and draw customers with low choice confusion. High-price-conscious consumers and those who are highly brand-confused will assess foreign and domestic brands when searching for bargains. Regarding managerial implications, local brands should offer products of high quality at low pricesand constantly invest in R&D; foreign brands may expand their customer bases and build interactive brand channels; all companies can retain brand-confused customers with preferential packages and design their marketing strategies based on decision-making styles of their target consumers.
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Myeong-Cheol Choi, Zhuo-Cuo Kan, Yuan-Zhao Song,. "The Development Strategy of Pechoin in the New Era." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 5 (2021): 435–41. http://dx.doi.org/10.17762/turcomat.v12i5.986.
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With a long history inherited through centuries of business competition, Chinese time-honored brands are a symbol of traditional Chinese culture. As a witness of history, every old Chinese brand is a brand legend, but they arenow gradually declining. According to the latest statistics from the Ministry of Commerce of China, only 160 out ofover 1,600 “Chinese time-honored brands”have beenprofitable since 1993. Many time-honored brands are facing the scourge of brand decline or even extinction, with the remaining brands dying at a rate of 5% per year. In recent years, cosmetics have gradually become an inseparable part of people's daily lives with the increasing income of Chinese residents. China's broad market prospects have attracted many well-known international brands, while many well-known old Chinese brands have been eclipsed in this increasingly fierce market competition. As the saying goes, “An outsider, however strong, should always respects the locals,” foreign brands have overcome the inherent competitive disadvantages of systems, cultural regions, and the like. In contrast, domestic brands have continued to decline under local advantages,the reasons of which are worth discussing. This article uses Pechoin as an example to explore the development strategies of traditional old brands in the new era and explores the causes of the brand’s resurgence in terms of brand innovation and marketing strategy. Its current problems are discussed to provide a way for other traditional brands to rejuvenate.
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Ye, Ziru. "Analysis of Marketing Strategy and Sales Model in the Chinese Cosmetics Industry." Highlights in Business, Economics and Management 2 (November 6, 2022): 164–68. http://dx.doi.org/10.54097/hbem.v2i.2356.
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The purpose of this research was to study the sales model in the Chinese cosmetics industry. The following research questions guided the study; How does domestic makeup innovate under the solid and constant pressure from the international competitors’ brand influences? What marketing strategy the domestic makeup apply to turn crisis into opportunity? What experience and inspiration can be absorbed and used in other businesses or industries? To analyze the rise of domestic cosmetics brands, this study first introduce the research background including the preliminary introduction of domestic and global cosmetics and the reasons for lagged domestic cosmetics. This study use the case study method in this research and Florasis as a typical domestic cosmetics brand growing fast is the object of study. By discussing its practices in the cosmetics market including branding and marketing, this study acquired some inspiration for developing other domestic cosmetics brands. The research is ended with the recommendations for Florasis’ sustainability and other domestic brands’ development, in addition to the conclusion which will cover the research significance, as well as the problems cannot solve in this research.
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Lu, Jinzhao, and Yingjiao Xu. "Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity." Journal of Product & Brand Management 24, no. 4 (2015): 365–76. http://dx.doi.org/10.1108/jpbm-05-2014-0593.
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Purpose – This study aims to investigate Chinese young consumers’ brand loyalty toward sportswear products from a self-congruity perspective. With different performance observed between global and domestic sportswear brands in the Chinese market, this study also aims to examine the impact of country of origin on Chinese young consumers’ behavior toward sportswear brands. Design/methodology/approach – A survey with street intercept method was conducted in Shanghai to collect data for this study. Multiple independent t-tests and structural equation modeling (SEM) with bootstrap method were used to test the hypotheses. Findings – The SEM results indicate a significant influence of brand self-congruity on consumers’ brand association and perceived quality, which, in turn, influenced consumers’ brand loyalty. The multiple t-test results suggest a significant difference between Chinese and global sportswear brands in terms of consumers’ brand association and attitudinal brand loyalty. No significant difference was found in terms of consumers’ behavioral brand loyalty. Research limitations/implications – The main limitation of this study comes from the convenience student sample. Practical implications – First, brands need to strategically design the brand image to represent the largest segment of the target market. Second, while global brands could focus on their pricing strategies, domestic brands need to focus more on maintaining a positive brand association in consumers’ mind. Originality/value – This study contributes to the growing research on the self-congruity perspective of brand loyalty by empirically confirming the indirect effect of brand self-congruity on brand loyalty via the mediation effects of brand association and perceived quality in the context of the ever-growing Chinese sportswear market.
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Irawan, Nico, and Cai Yun Pu. "CONSUMERS' RESEARCH ON COSMETIC BRANDS PREFERENCE AND PURCHASING BEHAVIOR: THAI BRANDS AND CHINESE DOMESTIC BRANDS." Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) 3, no. 1 (2020): 1–15. http://dx.doi.org/10.31538/iijse.v3i1.750.
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The research theme is put forward under the realistic background of the development of Thai cosmetics in the Chinese market. Intends to start from cosmetics, with some college students and working youth groups as samples to study the evolution of Thai cosmetics in the Chinese market. Based on reviewing the research results of related topics at home and abroad, this paper draws on the classic consumer ethnocentrism and Chinese goods purchasing behavior relationship model, collects data through questionnaires, and uses SPSS data analysis software to trust the recovered data, validity test, and regression analysis to test each hypothesis. The results confirmed the consumer's relationship between the category of cosmetics, Chinese goods awareness and brand preference, brand identity perception and purchase, and their variables in the context of Chinese and Thai brands.
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Balabanis, George, Anastasia Stathopoulou, and Jiayu Qiao. "Favoritism Toward Foreign and Domestic Brands: A Comparison of Different Theoretical Explanations." Journal of International Marketing 27, no. 2 (2019): 38–55. http://dx.doi.org/10.1177/1069031x19837945.
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Five theoretical approaches can predict favoritism toward domestic and foreign brands. This article applies a contrastive perspective to examine social identity, personal identity, cultural identity, system justification, and categorical cognition theories and their attendant constructs. The authors propose a set of main-effects hypotheses as well as hypotheses related to both product and country moderation effects on attitudes toward and loyalty to domestic and foreign brands. They test the hypotheses on a sample of Chinese consumers with respect to salient brands from 12 product categories. The results indicate that three of the theoretical approaches examined can explain only one side of favoritism—most commonly favoritism toward domestic brands—but not favoritism toward both domestic and foreign brands. Consumer xenocentrism, a concept rooted in system justification theory, seems to provide more consistent predictions for both domestic- and foreign-brand bias.
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Dong, Yifan. "Research on Chinese Beauty Brands’ Marketing Strategies based on the Comparison of International Beauty Brands and Chinese Beauty Brands." Highlights in Business, Economics and Management 2 (November 6, 2022): 373–78. http://dx.doi.org/10.54097/hbem.v2i.2389.
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Unlike other industries, the beauty brands market is a strong industry even after the pandemic because everyone has the desire to pursue beauty. According to the findings, there are no Chinese beauty brands in the top 10 beauty brands in the world. How could Chinese beauty brands go international is the question the brands need to consider. So the research uses content analysis and comparative analysis to compare the differences or disadvantages of Chinese beauty brands. After discovering these problems, the research provides some marketing strategies as solutions. Based on different consumers, brands need to come up with different products. For example, more male consumers enter the market, so the brand needs to release more products with functions that men would want. Of course, Chinese beauty brands should not do the same things. Instead, combining the domestic situation and the trend would be more practical for Chinese brands to improve. However, keeping up with the products’ solid quality and ensuring the consumer has a good time shopping in the company are always strengths in the market.
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Li, Siyuan. "Analyzing the Factors Affecting Purchase Intention: The Case of Estee Lauder Company." BCP Business & Management 20 (June 28, 2022): 727–36. http://dx.doi.org/10.54691/bcpbm.v20i.1057.
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In the 21st century, Chinese consumers' consumption of beauty products is on the rise and international brands dominate the Chinese market but are now facing the threat of increasingly competitive domestic brands. This paper uses the international brand Estee Lauder as an example to explore how Estee Lauder influences consumers' purchase intentions. This paper combines some research on consumer intentions to propose three elements that influence consumer intentions perceived value, brand trust, and brand attitude. SWOT Analysis research method is used to analyze Estee Lauder's 4P marketing strategy. This study concluded that product quality, brand reputation, and social media promotion are the factors that influence perceived value, brand trust, and brand attitude respectively, i.e., the factors that influence consumers' purchase intention. Therefore, international brands can adjust and improve their marketing strategies to meet consumer needs based on these three factors. This study provided some insights into the future trends of international brands in the Chinese beauty market.
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Jin, Ting, Wei Shao, Deborah Griffin, and Mitchell Ross. "How young Chinese consumers view Chinese brands." Young Consumers 19, no. 1 (2018): 55–69. http://dx.doi.org/10.1108/yc-09-2017-00740.
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Purpose This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers. Design/methodology/approach A qualitative method is used including focus groups and in-depth personal interviews with young Chinese consumers who are currently living and working in Australia. Findings Two key findings emerge from the results, namely, young Chinese consumers attach symbolic values to Chinese brands and Chinese brands are perceived positively by young Chinese consumers. Research limitations/implications This study demonstrates that symbolic values (such as pride, lifestyle, feeling of home and being happy) constitute one of the primary motivations for young Chinese consumers’ purchase of domestic brands. The results of this study challenge the traditional view that Chinese brands are perceived negatively in the Chinese market. Originality/value This is one of the very few studies investigating how young Chinese consumers perceive brands from their home country rather than foreign brands.
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Balmer, John M. T., and Weifeng Chen. "Corporate heritage tourism brand attractiveness and national identity." Journal of Product & Brand Management 25, no. 3 (2016): 223–38. http://dx.doi.org/10.1108/jpbm-08-2015-0959.
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Purpose This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national identity. The study considers the saliency of Balmer’s augmented role identity notion vis-à-vis corporate heritage institutions/corporate brands. Insights are made from and for corporate heritage, heritage tourism and national identity literature. Design/methodology/approach A conceptual model comprising five hypotheses was developed and this informed a survey-based questionnaire administered to domestic tourists/customers visiting Tong Ren Tang’s flagship shop in Beijing. Findings The attractiveness to domestic Chinese tourists/customers of the TRT corporate heritage tourism brand was found to be attributable to its multiple role identities: national, corporate, temporal, familial and imperial. As such, this study lends credence to Balmer’s augmented role identity notion. Chinese domestic tourists/customers – as members of an ethnic Chinese community – in visiting TRT not only consume an extant corporate heritage by tangible and intangible means but can also be seen to express, and reaffirm, their sense of Chinese national identity. Practical implications For TRT’s managers, there should be an appreciation that the attractiveness of TRT as a corporate heritage tourism brand rests not only on what it sells but also in what it symbolises in national and cultural terms. This finding is applicable to the managers of many other corporate heritage/corporate heritage tourism brands. Social implications Adopting a primordial perspective, the TRT pharmacy was found to be of singular significance to China’s national identity. Traditional Chinese Medicine, Confucian and Daoist religious/philosophical and China’s erstwhile Imperial polity are significant and enduring precepts of Chinese national identity. As such the TRT flagship shop/brand is of singular importance, as China has eviscerated much of its cultural heritage – particularly in relation to its corporate heritage brands. Originality/value This is the first empirical study to focus on corporate heritage tourism brands and one of the first studies to examine a Chinese corporate heritage/corporate heritage tourism brand. Also significant in focussing on the TRT corporate heritage brand. Established in 1669, TRT’s history spans five centuries: a corporate provenance which is exceptional within the People’s Republic of China. The study links the corporate brand notion with the nascent corporate heritage brand domain and the established area of heritage tourism.
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Swoboda, Bernhard, Karin Pennemann, and Markus Taube. "The Effects of Perceived Brand Globalness and Perceived Brand Localness in China: Empirical Evidence on Western, Asian, and Domestic Retailers." Journal of International Marketing 20, no. 4 (2012): 72–95. http://dx.doi.org/10.1509/jim.12.0105.
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Internationalizing retailers have shifted their attention to developing countries in which they pursue different forms of adapted-format transfer strategies to succeed locally. However, little is known about whether such retailers can use their core advantage of a global retail brand and how consumer perceptions of such global retail brands drive retail patronage. To expand knowledge on this issue, the authors use data from 1188 Chinese consumer surveys on 36 Western, Asian, and mainland Chinese retailers. They find that retailers’ perceived brand globalness and perceived brand localness enhance retail patronage only by affecting consumers’ functional and psychological values. These value creation routes to success change according to retailers’ origins. Although Western and Asian retailers draw equally strong benefits from their global perceptions, Asian retailers convince consumers predominantly through functional values, whereas Western retailers also influence consumers emotionally. Chinese retailers gain consumers by being perceived as “glocal” brands. Furthermore, perceived brand globalness enhances retail patronage most strongly for global identity consumers. Thus, retailers in emerging countries benefit from perceived brand globalness depending on retailer- and consumer-specific boundary conditions.
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Fan, Yuerong, Jia Sheng, and Haoyu Zhao. "Research on the Domestic Beauty Brand Marketing Strategy of Florasis——A Case study of Gen Z consumers." BCP Business & Management 32 (November 22, 2022): 153–61. http://dx.doi.org/10.54691/bcpbm.v32i.2883.
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China’s beauty industry has experienced a high degree of prosperity in recent years. Moreover, with the rise of national cultural confidence, Chinese-style beauty brands are increasingly favored by Generation Z consumers. The excellent brand construction of Chinese-style beauty makeup is worthy of reference for the Chinese beauty makeup industry. Therefore, based on the existing theoretical framework, this paper focuses on the Chinese-style beauty giant Florasis to study its brand marketing strategy. This paper uses questionnaires and content analysis to obtain primary and secondary data. The research team found that the “GuoChao” presents a huge development opportunity for the beauty market and the prevalence of Chinese style. Florasis, a Chinese-style beauty brand, caters to Generation Z consumers’ pursuit of trendy and strong national cultural identity through its successful brand marketing strategy: it takes the unique Oriental aesthetic design as the core feature of its products; Construct a “popular product system” to increase product value; Implement customized media exposure (e.g., e-commerce channels) and promotion strategies for cross-border cooperation. In addition, aiming at the problems of Florasis’ single marketing channel and low product quality, this study believes that Florasis can open offline channels to cover consumer groups in various ways and improve the core capability of product development and production to ensure product quality. This paper analyzes the feasible positioning of beauty products under the characteristics of Generation Z consumption for China’s beauty industry and how relevant makeup brands could optimize and combine consumption channels to maximize the marketing effect.
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Shan, Yuqi. "Research on the Marketing Strategy of Domestic Sports Brands under the Patriotic Upsurge —— Taking Anta as an Example." BCP Business & Management 20 (June 28, 2022): 428–35. http://dx.doi.org/10.54691/bcpbm.v20i.1014.
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Some special events in the past two years have made the patriotic enthusiasm of the Chinese people unprecedentedly high, which has provided a valuable opportunity for the development of domestic sports brands. Under such circumstances, Anta took advantage of the heat of these events and the people’s enthusiasm to carry out successful marketing campaigns. This paper mainly uses survey, interview, and literature research in terms of methods. The study found that many domestic sports brands have developed under the patriotic upsurge, and patriotic sentiment greatly impacts consumer behavior. Anta’s marketing strategies during this period, like launching China-Chic products, signing star spokespeople and sponsoring sports events, have helped it optimize its brand image. However, there are also some problems, such as decision-making deviation, which leads to some categories entering the market late. Studying Anta’s marketing strategies under the patriotic upsurge can make Anta more clearly aware of its strengths and weaknesses and provide confidence and reference for other domestic brands. In addition, it is also worth thinking about how domestic sports brands will continue to develop after the enthusiasm fades and consumers return to rationality.
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Cho, Eunjoo, and Jiyoung Hwang. "Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness." International Marketing Review 37, no. 2 (2020): 241–59. http://dx.doi.org/10.1108/imr-12-2018-0351.
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PurposeThe purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two different national contexts.Design/methodology/approachThe data for this study were collected through an online survey in the US and China. A total of 711 responses (n = 362 for the US, n = 349 for China) were used for data analysis. A multiple-group structural equation modeling was used to test the hypotheses.FindingsCognitive and sensory associations are significant drivers of US consumers' brand love while affective associations are important for Chinese consumers' brand love. Also, perceived brand origin and identity expressiveness moderate the three brand associations–brand love relationship. For US consumers, cognitive associations significantly influence brand love for both domestic and imported brands, but sensory associations are important for domestic brand love. For Chinese consumers, affective associations significantly influence brand love for both domestic and imported brands, but cognitive associations are important for imported brand love. The impacts of the three brand associations on brand love differ by the degree of identity expressiveness.Research limitations/implicationsThis empirical study offers important insights into the differing effects of perceived brand origin and identity expressiveness in enhancing brand love across cultures in order to establish strong international brand equity.Originality/valueThis study contributes to the scarce cross-cultural research on brand equity by testing the extended brand equity model. The findings provide more specific, meaningful insights into the role of perceived brand origin and identity expressiveness, leading to more effective international brand management.
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Li, Shuaishuai. "Research on Shanghai-style Culture's Impact on the Development of Chinese Domestic Luxury Brands - From the Perspective of "Shanghai Tang"." Journal of Business Administration Research 6, no. 1 (2017): 14. http://dx.doi.org/10.5430/jbar.v6n1p14.
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"Shanghai-style culture", which was rooted in the traditional Chinese culture, produced the ,modern urban culture with unique Chinese characteristics after lasting collision and integration with the Western culture. It was inseparable from the development of Shanghai, which was China's first city to have a "capital market". Due to the unique historical background, Shanghai's economic development, social patterns and consumer attitudes contributed to the breeding of domestic luxury brands. As the earliest domestic luxury brand in Shanghai, "Shanghai Tang" has been affected by "Shanghai-style culture" since its creation. This paper attempts to illustrate the direct impact of "Shanghai-style culture" on the brands by analyzing the brand culture as well as the clothing design styles, which are characterized by revival of Chinese traditions and integration with current fashion.In this paper, through the introduction and the first part summarizes the origin and development of local culture, expounds the relationship between the Shanghai style culture and brand culture, through the brand culture influence to the product design style.The second part from the design of color and style reflects the idea of Shanghai style culture influence on design style, from the classical and modern combination of style, color change reflect the influence of the design to the brand.Finally come to the conclusion that the influence of the Shanghai style culture from the design style that extends to the company culture, to the generation of Chinese luxury brand laid a solid cultural foundation.
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Zhao, Jiaying. "Marketing Strategy and the U.S. Market Based on the Performances of Existing Chinese Milk Tea Brands." Highlights in Business, Economics and Management 2 (November 6, 2022): 289–96. http://dx.doi.org/10.54097/hbem.v2i.2375.
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This study aims to discuss and find solutions for Mixue Ice Cream & Tea, a milk tea brand known for its social media presence and low price in China, regarding its emerging hindrance in the domestic milk tea market. The hindrance is the increasingly saturated market and heating up competition among all the brands, which is also a ubiquitous problem for all these brands. By examining the situation and finding the solutions, Mixue and similar brands can be benefited and seek further development overseas. This study used data analysis to elucidate the current status of Mixue and probed a precedent brand with similar problems as a case study to estimate the efficiency and practicability of certain strategies. The conclusion is drawn after scrutinizing the data and facts collected: to adapt to the overseas market, Mixue will have to reinforce the management of the franchisees, expand supplier chains, and adjust brand culture and brand image accordingly to the local environment.
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Liu, Qifei. "Research on the Development Strategy of China’s Domestic Beauty Brands in Transnational Markets." Highlights in Business, Economics and Management 4 (December 12, 2022): 49–55. http://dx.doi.org/10.54097/hbem.v4i.3373.
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This article outlines that with the development of economic globalization, domestic beauty products have emerged one after another. However, with the late start of domestic beauty makeup and a weak foundation, how should Chinese makeup brands develop in the international market? Taking the old makeup brand Mao Geping as an example, it combines case analysis and literature research methods. After examining the sales, market, and brand status of domestic makeup, it summarizes the reasons for the rise of domestic makeup and the future development trend. At the same time, problems such as the limitations of brand products, the asymmetry between price and R&D, the incompatibility between marketing strategies and the trend of the times, and the mismatch between promotion methods and the market were also found. And formulate solutions in line with the current era and brand background. This article also hopes to inspire and help the future development of domestic makeup.
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Wang, Shan, and Gang Fang. "Research on online marketing channel layout of luxury brands." E3S Web of Conferences 218 (2020): 01036. http://dx.doi.org/10.1051/e3sconf/202021801036.
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Based on the background that international luxury brands have entered the Chinese market in recent years and have carried out digital operation, this paper researches the channel layout of online marketing of luxury brands in China. And this paper analyzes the domestic market environment of luxury brands from four aspects of political factors, economic factors, social factors and technical factors, and analyzes the brands marketing layout from three aspects of new media channels, e-commerce channels and social retail channels. It is found that online marketing has a positive effect on brand management in the China’s market environment. Moreover, the boundaries among new media channels, e-commerce channels and social retail channels tend to be blurred. Each channel has its own advantages, and brands need to match their own positioning with channel economy.
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Chen, Ouyang, Sonya Song, and Mike Z. Yao. "Brands as a nation: An analysis of overseas media engagement of top Chinese brands." Global Media and China 5, no. 1 (2020): 22–39. http://dx.doi.org/10.1177/2059436420903110.
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Exposure and engagement to the media coverage of Chinese brands among average consumers outside of the domestic Chinese market can serve as an important measure of China’s global influence. In this study, we analyzed the audience engagement of online articles about the top 20 Chinese brands from over 5000 web publishers around the world in a period of 5 months from October 2017 to February 2018. Specific results from our analyses point to a lack of sustained effort, careful coordination, and proper control in these companies’ public relations and crisis communication. The study also reveals a larger problem in China’s public diplomacy efforts. The top Chinese firms, despite their high market value, are yet to establish soft influence internationally. The global media engagements of Chinese companies are largely driven, passively, by special events and crises. Moreover, our study offers a new way of studying China and global media by leveraging large sets of industry data and adopting a set of audience matrices commonly used by media publishers to examine social science research questions.
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NO, SUYEON, and JOOYOUNG KWAK. "Building Global Brands for Chinese Private-Owned Enterprises: Strategic Paths to Upgrade the Value Chain." Issues & Studies 54, no. 02 (2018): 1850003. http://dx.doi.org/10.1142/s1013251118500030.
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While most private-owned enterprises (POEs) in China are engaged in subcontracting or do not own the product brands, the number of POEs with their own brands has increased rapidly, while some are even globally recognized. Since these POEs face high opportunity costs for own branding, given their dominant presence in the global subcontracting community, their own branding actions require contextual understanding of doing business in China. This study starts with the notion of how these POEs shift from subcontracting to own branding, and explores their respective own branding paths. We interviewed seven Chinese POEs in the fashion industry in Zhejiang Province: Babei, Baili, Sunrise, Aokang, Youngor, Kangnai, and JNBY. The case studies suggest how these firms built their brands in the global market, and why their trajectories differentiated in the course of own branding. Our study configures three types of own brand models for POEs: the competitive subcontracting, the toehold, and the home-linked organic models. POEs can continue subcontracting in their core business, while implementing own branding through diversification. Alternatively, they can segregate markets, pursuing own branding in one group of countries, while subcontracting elsewhere. In addition, they may establish wholly owned enterprises, and introduce their brands in a way that preserves their home market advantages. We identify two stimuli for Chinese POEs’ global branding choices. Global branding strengthens domestic position as it becomes a signal for reputation. As the online platform reduces costs for global branding, and becomes popular, POEs are more likely to pursue global branding to become more competitive in the domestic market. Many POEs also continue to collaborate with the previous customers through strategic inter-dependence, such as distribution channel exchange.
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Zhu, Taoqi. "International Business Strategy of fast fashion Brands (On the example of Zara)." Journal of Education, Humanities and Social Sciences 4 (November 17, 2022): 221–27. http://dx.doi.org/10.54097/ehss.v4i.2770.
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With the development of social economy, the development of people's consumption concept and the acceleration of the pace of life, some international fast fashion brands in China have developed rapidly, which has greatly impacted local brands. Fast fashion brands, such as ZARA and Uniqlo, occupy a large market share in China due to their marketing strategies. Therefore, this paper analyzes the transnational operation situation of domestic fast fashion clothing enterprises and ZARA's transnational operation strategy, and puts forward suggestions on how to implement transnational operation strategy of Chinese fast fashion clothing enterprises.
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Yu, Seung Yeob, Eun-A. Park, and Minjung Sung. "Cosmetics Advertisements in Women's Magazines: a Cross-Cultural Analysis of China and Korea." Social Behavior and Personality: an international journal 43, no. 4 (2015): 685–704. http://dx.doi.org/10.2224/sbp.2015.43.4.685.
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We analyzed the content of cosmetics advertisements in women's magazines published in China and Korea and compared the Chinese ideal of beauty and psychosocial values to those of Korea. Our analysis of 341 advertisements showed that 62% of Korean advertisements were for domestic brands, and 46.2% depicted Korean models, with 19.3% depicting white models, whereas 75% of the Chinese cosmetics advertisements were for international brands, and 26.5% of them featured Chinese models, with 32.7% depicting white models. The results indicate that advertisers in the Chinese magazines more strongly presented Western images as ideals of beauty than did advertisers in Korean magazines. We also found that a high number of cosmetics advertisements in the Chinese magazines contained price information and emphasized psychosocial values, such as activeness and self-confidence, which were less common in advertisements in the Korean magazines. The results imply that Chinese consumers expect concrete product benefits and are more likely to aspire to Western-type beauty than are Korean consumers.
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Yang, Jian Ping, Yu Qi Sun, and Shao Ning Qing. "The Journey of Silk to the International Fashion Design World." Advanced Materials Research 175-176 (January 2011): 981–86. http://dx.doi.org/10.4028/www.scientific.net/amr.175-176.981.
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The eastern cultural elements, especially represented by Chinese traditional cultural elements, are widely applied in the fashion design when some major international fashion brands introduce the latest design to the world. Silk as one of main factors of Chinese culture has caught lots of attention of international fashion designers and has won great recognition in the western world. The mixtures of cultural elements give those international fashion brands big profits both in the publicity and economy. However at present in china silk is mainly employed into the bed clothing design, underwear design and craft design. Although there are some designers who try silk into the fashion design, the patterns they use are mostly the Chinese traditional ones. The limit of patterns and styles of silk design puts the domestic silk fashion design in the dilemma. The success of the employment of eastern cultural elements of those international fashion brands inspires a new trend of the silk fashion design. This thesis will try to explore approaches to combine the western cultural elements and Chinese traditional cultural elements into the silk fashion design. And at the same time, we like to talk about the concepts of using the Chinese traditional ways of sewing and embroidery in the showing western cultural elements by silk. Also we want to discuss the new access of the silk to the international fashion design world.
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WU, Lingceng, Yi QU, Shuo ZHAO, and Shu ZHOU. "The Impact of Brand Image on Laptop Purchasing Intention —The Moderating Role of Consumer Ethnocentrism." International Journal of Business, Economics and Management 9, no. 1 (2022): 1–19. http://dx.doi.org/10.18488/62.v9i1.2904.
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This paper aims to analyze the influence of laptop brand image on the purchasing intention of Chinese college students, and it further looks at the moderating role played by consumer ethnocentrism in the above causality, which helps to bridge the research gap in the domain. Employing the brand image theory and consumer ethnocentrism theory, and based on large-sample questionnaire surveys, this study reveals that brand image positively affects college students' purchasing intention of laptops, regardless of domestic or foreign laptop brands. What is more, besides playing a direct role in affecting purchasing intention, consumer ethnocentrism also plays a significant moderating role in affecting the effects of brand image on purchasing intention. It is found that high ethnocentric college students may not buy foreign laptops, even though the brand image of foreign laptops is superior. Overall, this paper has made important suggestions and implications for both corporate managers and policy makers.
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Shan, Liran Christine, Chenguang Li, Zhongyi Yu, Áine Regan, Ting Lu, and Patrick Wall. "Consumer perceptions on the origin of infant formula: a survey with urban Chinese mothers." Journal of Dairy Research 88, no. 2 (2021): 226–37. http://dx.doi.org/10.1017/s0022029921000364.
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AbstractThe consumer survey reported in this research paper aims to understand how Chinese mothers learn about and confirm the origin of powdered infant formulas (henceforward formulas), their knowledge level and preferences between formulas from different origins. With globalization, dairy companies can source ingredients for domestic production and manufacture finished products across the world. Chinese consumers are now facing a variety of formulas with different brand origin, main ingredient origin (‘nai yuan’), manufacturing origin, and country-of-purchase. Drawing on a large representative sample of Chinese mothers who have purchased formulas, we found that most of them had intensively engaged in learning about and confirming formulas' origin through different strategies. However, they may not interpret related cues correctly: a majority of Chinese mothers incorrectly considered the ‘main ingredient origin’ as the ‘manufacturing place’ and could not necessarily recognize between ‘foreign’ and ‘domestic’ brands. Among formulas from different origins, authentic foreign branded, produced and packaged formulas showed a high popularity in Tier 1 & 2 cities and among more knowledgeable consumers. In low-tier cities, these products were equally popular as domestically branded and produced formulas using imported milk powders and other ingredients. Formulas directly acquired from overseas markets through unofficial channels were least favoured by consumers. The study shows that Chinese consumers' previous one-sided endorsement towards foreign formulas appears to have weakened. Decisions made by formula companies on the origin of the main ingredient and the place of manufacture would influence product attractiveness, and the segments of Chinese consumers to target.
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Jiang, Qianling, Wei Wei, Xin Guan, and Dexin Yang. "What Increases Consumers’ Purchase Intention of Battery Electric Vehicles from Chinese Electric Vehicle Start-Ups? Taking NIO as an Example." World Electric Vehicle Journal 12, no. 2 (2021): 71. http://dx.doi.org/10.3390/wevj12020071.
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As environmental and energy issues are becoming more and more serious, China has seen the birth of a number of electric vehicle start-ups (EVSUs). Although there has been a dozen or so studies about consumers’ purchase intention of battery electric vehicles, few of them were about electric vehicle start-ups. Therefore, it is necessary to explore the factors that influence consumers’ purchase intention of electric vehicles from Chinese electric vehicle start-ups (CEVSUs). This study establishes a theoretical model of the factors that influence consumers’ purchase intentions of electric vehicles from CEVSUs through brand identity, brand image, brand awareness, and perceived risk. The analysis results of 332 valid questionnaires show that the factors that affect consumers’ purchase intention of electric vehicles from CEVSUs include brand identity, brand image, and perceived risk. Brand image will be affected by brand recognition, brand awareness, and perceived risk. The perceived risk will be affected by brand awareness and brand identity. Brand awareness will be affected by brand identity, but brand awareness will not directly affect purchase decisions. The conclusions of this study can be used as a reference for the government, consumers, or practitioners in the electric vehicle industry to promote the sales of electric vehicles to achieve low-carbon transportation, and also to help Chinese start up brands to take a larger share of the domestic market.
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Sun, Ju Jian, Rui Shi, Gai Hang Li, and Guo Lian Liu. "Research on Consumer’s Cognitions of Silk Products." Advanced Materials Research 175-176 (January 2011): 1024–29. http://dx.doi.org/10.4028/www.scientific.net/amr.175-176.1024.
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Silk belong to typical Eco Textiles and have many excellent characteristics. Whereas, there is only small market share for silk in Chinese textile market. Chinese costumers have certain understanding for silk clothing, which is important to silk companies to develop the domestic markets and establish their own silk product brands. This paper uses the structure equation model (SEM) research methods, analyzes principal components through SPSS11.0 software for consumer’s cognitions of silk product and revises the results by LISREL model 8. 7 data analysis software. The proposal was forwarded for silk company to increase their marketing skill, develop their service quality and enhance customer loyalty.
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SHI, RUNJIA, ZHONGNA YU, WEI WU, et al. "A Survey of 61 Veterinary Drug Residues in Commercial Liquid Milk Products in China." Journal of Food Protection 83, no. 7 (2020): 1227–33. http://dx.doi.org/10.4315/jfp-20-048.
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ABSTRACT To investigate the drug residue status in commercial liquid milk products in China, 190 samples, including ultrahigh temperature milk (n = 168) and pasteurized milk (n = 22) samples, were collected in 2019. Milk samples were analyzed for the presence of any of the 61 veterinary drugs in them by using a screening assay combined with an ultraperformance liquid chromatography–tandem mass spectrometry analysis. Ten (5.26%) samples were found positive for β-lactams, tetracyclines, and aminoglycosides, and six (3.16%) samples were confirmed residual for penicillin G (n = 6; 3.16%), tetracycline (n = 1; 0.53%), and oxytetracycline (n = 1; 0.53%), with the maximum concentration of 2.85, 40.64, and 12.35 μg kg−1, respectively. Drug residue detection rate in group II (4.55%; the local city domestic brands) was higher than that in group I (2.70%; the major brands of China) and group III (2.78%; the imported brands into China) and higher in domestic samples (3.39%) than that in imported samples (2.78%), and higher in pasteurized milk samples (9.09%) than in ultrahigh temperature milk samples (2.38%). All drug residue levels were far below the regulated maximum residue limits. However, based on some veterinary drug residues detected in the samples, there is a potential veterinary drug risk in liquid milk products in the Chinese market, and this situation deserves the attention of governments and consumers. HIGHLIGHTS
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Yu, Fuhan. "Luxury targeted groups and marketing strategies." BCP Business & Management 34 (December 14, 2022): 13–20. http://dx.doi.org/10.54691/bcpbm.v34i.2859.
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It is an urgent problem for luxury enterprises to explore the largest group of luxury consumers, formulate a series of feasible marketing strategies, and Capture and capture the attention of the new generation of luxury consumers. In recent years, China's social stability, rapid economic development, China's rich class is increasing, and their age tends to be younger. They are open-minded and pursue the quality of life. The demand for luxury goods is also increasing. Currently, the global luxury market is undergoing fundamental changes. Familiar with the Chinese domestic market, meeting the expectations of Chinese consumers, and continuously enhancing their competitiveness are the only way for luxury brands to enter the Chinese market and win a place. The purpose of this paper is to study the marketing strategy of Chanel luxury products in China, and to provide a theoretical basis for the study of Chinese luxury marketing.
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Ma, Rong. "Research on Chinese Dairy Brand Strategy based on Consumer Buyer Behavior." Frontiers in Humanities and Social Sciences 2, no. 7 (2022): 112–24. http://dx.doi.org/10.54691/fhss.v2i7.1317.
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With the rapid development of my country's dairy industry, the competition in the dairy industry has become increasingly fierce. In the market, domestic dairy products ultimately face consumers. Therefore, from the perspective of consumers, this article analyzes consumers' purchasing behavior, and then explores how dairy companies can adjust their strategies and formulate marketing strategies that are more in line with the current business environment. The specific operations are as follows. Design a dairy product consumption questionnaire, analyze consumer buying behavior, and get the influencing factors of consumer buying behavior. And use the SWOT tool to analyze the advantages and disadvantages of dairy companies in different market positions. Finally, it puts forward relevant suggestions on how to use reasonable strategies for dairy enterprises to deal with the impact of foreign brands.
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Huang, Huawei. "Analysis on Current Situation and Forecast of Chinese Online Education Industry." E3S Web of Conferences 218 (2020): 04005. http://dx.doi.org/10.1051/e3sconf/202021804005.
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Affected by the epidemic of the COVID-19, classroom teaching has been suspended and demand of online education is increasing, which has a far-reaching impact on educational industry. The competition of online education companies is becoming fiercer. It is necessary to discuss the feasibility of online education and a future development. Therefore, finding potential of online education and analyzing encounter problems is the main purposes. Aiming at middle school students, this article uses questionnaire survey and statistic to summarize the current status of online education in China from three aspects: geographical distribution of usage, the hours and pricing issues of online education companies, consumer intentions and consumer concerns. The gray model will be applied to predict the development potential of online education and provide effective suggestions to the education community. The selected institutions are mainly educational institutions of well-known domestic brands.
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Spigarelli, Francesca. "Le multinazionali dei paesi emergenti: gli investimenti cinesi in Italia." ECONOMIA E POLITICA INDUSTRIALE, no. 2 (June 2009): 131–59. http://dx.doi.org/10.3280/poli2009-002007.
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This paper focuses on a recent phenomenon: the Chinese Go global policy, which encourages domestic firms to enter the global competition through active internationalization processes. At present, Chinese investments are still small compared to the world value of outward foreign direct investments, but it is interesting to focus on their trends and skyrocketing growth. The attention is drawn to the Italian case. Italy is still not playing a major role in Chinese companies' internationalization strategies. Flows and stocks of investments are low and only a small number of companies is investing in Italy. But things are changing quickly. Italy is becoming increasingly interesting for Chinese companies aiming to acquire brands, knowledge and specific competencies, as well as strategic locations to penetrate European markets. The small dimension of the target companies (for acquisitions) encourage Chinese investors to come to Italy. Data on Chinese investments flows, on individual entrepreneurs, as well as on Chinese companies operating in Italy are discussed and analyzed to build a framework to test some preliminary hypotheses and to verify the interest for further research projects. . Keywords: Go global policy; Chinese OFDIs; Chinese MNEs in Italy Parole chiave: Go global; IDE cinesi in Italia; acquisizioni ed investimenti cinesi in Italia. Jel Classification: O5 - F23
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Luo, Biao, Chengyuan Wang, and Liang Liang. "Chery Automobile." Asian Case Research Journal 21, no. 01 (2017): 37–80. http://dx.doi.org/10.1142/s021892751750002x.
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Chery, which used to be the leader of Chinese indigenous automobile manufacturers as well as the entry-level market, has been losing its leader position since 2010. Chery, founded in 1997, has experienced a radical expansion along with industrial liberalization and economic growth in China since 2000. In 2007, Chery started the internationalization strategy by launching two middle and high-end brands and developing a series of joint ventures consecutively. However, Chery has confronted various challenges since 2010 with the growing maturity of Chinese automobile industry, including declining domestic sales and market share, and thus was in a weak position under attack. Finally, Chery announced its tactical adjustments in April 2013. This case describes the co-evolution between the environmental transitions of Chinese automotive industry and the business strategies of Chery. Students are asked to analyze the development of Chery and provide specific suggestions of future directions on competitive strategy for Chery.
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Zeng, Ruochen, Saixing Zeng, Xuemei Xie, Chiming Tam, and Tianwei Wan. "WHAT MOTIVATES FIRMS FROM EMERGING ECONOMIES TO GO INTERNATIONALIZATION?" Technological and Economic Development of Economy 18, no. 2 (2012): 280–98. http://dx.doi.org/10.3846/20294913.2012.677588.
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With advent of economic globalization, internationalization has become one of the most important strategies for firms to achieve sustainable growth. Based on the empirical research in the Yangtze River Delta region in China, the method of Correspondence Analysis was employed to study the motivations for going internationalization of Chinese enterprises. The main findings include: (1) the motivations for internationalization of enterprises depend on their scale, and largesized enterprises are mainly motivated by the purpose of creating global brands and enhancing domestic reputation; (2) the ownership of enterprises has obvious influence on their motivations for going internationalization, and (3) enterprises in different industries also show different levels of motivation for internationalization.
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Zheng, Xin. "The Influence of the Difference between Chinese and Western Culture on Advertising Translation and Strategy." Theory and Practice in Language Studies 8, no. 3 (2018): 331. http://dx.doi.org/10.17507/tpls.0803.09.
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Since China became a member of the WTO in 2001, more and more Chinese products have an opportunity to enter the international market, and begin to compete with foreign brands. Advertising as a means of mass media, it happens able to introduce the foreign goods to domestic consumers, and to promote the Chinese products to foreign consumers. In such a social background, the importance of advertising translation has become increasingly prominent. The paper tries to analyze the characteristics of advertising language and the influence of the difference between Chinese and western culture on advertising translation by organizing the successful and unsuccessful English and Chinese advertising translation corpus collected over the several years. It pointed out that the advertising translation not only achieves the purpose of language conversion, but also takes into account the influence of language and cultural differences. Finally, through the analysis of advertising language, exploring some effective translation methods and strategies, such as: literal translation, free translation, amplification, corresponding translation and creative translation, which can put forward reference and guidance on advertising translation so that the author can achieve the properly translation of advertising. Hope to assist advertising translators.
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Xu, Leiping, and S. Ramakrishna Velamuri. "South Beauty Group: In Quest of a 'Beautiful' Growth Story." Asian Case Research Journal 13, no. 02 (2009): 229–73. http://dx.doi.org/10.1142/s0218927509001285.
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Since the 1990s, China's catering industry had boomed sharply with over 15% CAGR (Compound Annual Growth Rate). In 2007, the catering market size of RMB1,200 billion (US$155 billion) accounted for 4.87% of GDP (Gross Domestic Product) in China. This percentage was only 1.5% in 1978. China's restaurant market was in a typical state of perfect competition, not only in terms of the number of players, but also in terms of the food varieties. Intrigued by the successful story of western fast food in China, the leading Chinese players were exploring how to expand their scale through the development of restaurant chains. Considering the difficulties of standardizing Chinese cuisine, the scale expansion of the Chinese Dinner segment was slower than that of Hot Pot and Chinese fast food segments. It was October 18th, 2007. As an innovative upper-middle player in the Chinese Dinner segment, the South Beauty Group, with 20 restaurants and two soon-to-be-opened restaurants under three different brands, was dreaming about expanding its scale to 100 restaurants in three years (35 in China and 65 in the international market). To meet this ambitious target, the Group faced many challenges, including standardizing Chinese cuisine, selection of domestic and international locations, development of franchising operations and the launch of an IPO. Moreover, as the only Food Service Partner of Chinese cuisine for the 2008 Beijing Olympics, the Group also had to organize the company's resources efficiently to fulfill this prestigious contract. This case had been developed mainly for MBA and EMBA students, with the main teaching objective being to understand the challenges of growth. The students will also be exposed to the dynamic Chinese business environment and the dreams, innovativeness and decision-making behaviors of Chinese entrepreneurs, even in such a traditional industry. An audio-visual support, including an introduction to the company, the restaurants and the dishes, and two interviews with Ms. Zhang Lan is available to instructors.
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Gong, Ruonan. "Research on the Value Investment of Domestic Brands under the Emerging Chinese Cosmetic Market — Taking Perfect Diary as an Example." Journal of Economics, Business and Management 10, no. 3 (2022): 170–74. http://dx.doi.org/10.18178/joebm.2022.10.3.693.
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Yu, Lihua, and Eung-Soo Oh. "Comparative Study on the Characteristics of Sporting Goods Consumption Behavior of Chinese College Students." Journal of Health, Sports, and Kinesiology 2, no. 1 (2021): 38–39. http://dx.doi.org/10.47544/johsk.2021.2.1.38.
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College students are the main group of sports consumption in the future. Therefore, it is very important to understand the motivation of college students' sporting goods consumption and evaluate the importance and satisfaction of college students' purchase behavior of sporting goods. Currently, there are mainly three evaluation methods based on satisfaction, such as SERVQUAL model (service quality) proposed by Parasuraman A in 1985, the SERVPERF model (service performance) proposed by Cronin and Taylor in 1992, and the IPA (Important Performance Analysis) proposed by Martilla and James (1977). The IPA method used matrix coordinates to identify the important factors considered by consumers and the degree of consumer satisfaction with these factors, forming four quadrants of superiority, maintenance, improvement, and disadvantaged areas, thereby judging the elements that should be concentrated and prioritized for improvement. IPA analysis is widely used in many fields such as in tourism (Duke & Persia, 1996; Deng, 2007; Hudson et al., 2004; Oh, 2001; Wade & Eagles, 2003), in education (Alberty & Mihalik, 1989; Ortinau et al., 1989), in sports services (Kwon & Chung, 2018; Antonio Rial et al., 2008; Erjuan & Bingshu, 2016; Meng, 2018). Therefore, this article used the IPA analysis method to study 386 Chinese college students who participated in the consumption of sporting goods. The data were analyzed by frequency analysis, exploratory factor analysis, reliability analysis and Importance-Performance Analysis using SPSS. The results of this study were as follows. First, the motivation of college students' sports goods consumption is divided into three dimensions such as conspicuousness, practicality, and individuality. Among them, the conspicuous factor is related to student age, grade, monthly allowance, and brand awareness. Second, the pre-consumption importance and post-consumption satisfaction are divided into six dimensions such as environment, function, price, after-sales, design, and brand. Among the important dimensions considered before consumption, female believe that the consumption environment and product functions are more important than male. Compared with non-sports students, sports majors think brand is more important than normal brand. In terms of domestic and foreign brand recognition, LiNing and Nike are considered the most wanted brands. In the post-consumption satisfaction dimension, students are more satisfied with the environment, function, and brand. Third, pre-consumption importance and post-consumption satisfaction are statistically significant difference (p = 0.000). The IPA analysis showed that marketers should continue to maintain their product design advantages and focus on improving the convenience of after-sales service and consumer environmental sanitation conditions to better meet the needs of different college students.
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Dzaka-Kikouta, T. "What Have We Learnt of Joint Ventures in the Internationalization Process of Chinese Multinationals (MNCs)? Evidence from Central Africa." Outlines of global transformations: politics, economics, law 13, no. 3 (2020): 82–102. http://dx.doi.org/10.23932/2542-0240-2020-13-3-5.
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The purpose of this article is to analyze the specific role of joint ventures and other strategic alliances in Foreign Direct Investments (FDI) carried out by Chinese Multinationals Corporations in Central Africa. After exploring the extent to which the use of Sino‑Western joint ventures has helped Chinese firms to improve their technical and managerial skills both in domestic and foreign markets, the focus shifts to Central African countries members of the Economic Community of Central African States (ECCAS). The result is that joint ventures have become a major vehicle for Chinese multinationals firms to channel FDI, thus supporting the hypothesis that in the region under study this strategy allows them to guarantee the supply of raw materials (oil and mining products: copper, cobalt, gold, diamond,..), as part of a “package deals” linking FDI, Chinese Aid and Trade, also known as “Angolan model”; to conquer foreign markets (for technology and manufactured goods “Made in China”) and; to a lesser extent, to acquire strategic assets (brands, technological innovation, managerial skills).The commitment of Chinese stateowned MNCs through the “package deals” appears to be the keystone of stability and sustainability of Chinese FDI in Central Africa and in the continent In conclusion, the expectation is that the flow of Chinese FDI to Central Africa, should contribute to the process of sustainable development in recipient countries, provided that adequate political and economic governance is guaranteed. A pre‑requisite is to achieve institutional change, from a rent‑seeking to a developmental behavior at the state level, the result being an enhanced capacity to promote engineering potential, through the strengthening of human capital, and to negotiate transfer of technology and know‑how, with emerging countries partners, especially BRICS (Brazil, Russia, India, China and South Africa)
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Song, Malin, and Shuhong Wang. "Market competition, green technology progress and comparative advantages in China." Management Decision 56, no. 1 (2018): 188–203. http://dx.doi.org/10.1108/md-04-2017-0375.
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Purpose Technical progress is an important technique within improving China’s comparative advantages, as new and renewable technologies will be beneficial for energy security. Productive technical progress and green technical innovation are necessary to improve working conditions and productivity of industries. Therefore, the purpose of this paper is to study technical progress in China under such harsh competitive circumstances, as well as types of technical progress that can be promoted, productive technical progress or green technology progress, and how technical progress will affect China’s competitive advantages. Design/methodology/approach The authors perform a multi-index multi-factor constitutive model based on a sample of 468 Chinese industries, and divide the industries into four categories. Findings The results indicate that there is a “U”-shape relationship between green technology progress and comparative advantages and an inverted “U”-shape relationship between the intensity of market competition and comparative advantages. Research limitations/implications China has crossed the inflection point of the “U”-shaped curve. This, coupled with the slowing of economic growth, demonstrates the need for advocating green technology in China to decrease the pollutant discharge. Establishing Chinese national brands within overseas markets and earning a profit through the downstream of production chain enhance China’s international competitiveness. Originality/value One of the most original findings of this paper points out that China is faced with a situation in which exports are severely decreased and domestic environment pollution is increased. Vigorous promotion of green technology progress, improvement of the quality and the technical content of exported products, the establishment of national brand within the overseas market, as well as enhancement of China’s international competitiveness, is needed.
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Kokin, D. I., K. B. Lozovskaya, and E. S. Purgina. "DIRECTIONS OF DEVELOPMENT OF BRICS HIGHER EDUCATION SYSTEMS: SELF-UNDERSTANDING AND SELF-PRESENTATION OF CHINESE AND RUSSIAN UNIVERSITIES." Вестник Удмуртского университета. Социология. Политология. Международные отношения 4, no. 4 (2020): 375–84. http://dx.doi.org/10.35634/2587-9030-2020-4-4-375-384.
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In the modern world, universities have become actors in the global market of higher education while retaining their connections with national higher education systems and staying embedded in their national culture and traditions. In this light, self-narratives of BRICS universities are of particular interest as they not only reflect these HEIs' understanding of their purpose and role in the national and international contexts but also the self-understandings of their national higher education systems. This study analyzes texts and visual elements of web-sites of Russian and Chinese universities as a part of their self-narratives and as means they use for communication with internal and external audiences. The study relies on the methodology of critical discourse analysis developed by Michelle Stack and the principles of multimodal analysis proposed by Luc Pauwels. The sample consists of five Russian and five Chinese HEIs which occupy top positions in QS University Ranking for BRICS 2019. National (Russian, Chinese) and international (English) versions of these universities' sites are analyzed. The study shows that Russian and Chinese universities are oriented primarily towards such key stakeholders as prospective students, current students and their families, and governmental agencies. Universities use their web-sites for promoting their brands among prospective students, both domestic and international, and for self-legitimization in the eyes of national governments. It was found that Chinese universities are generally more consistent in their pursuit of internationalization. Both Russian and Chinese universities, however, appear to be more focused on attracting international students rather than on establishing and developing official partnerships and academic collaborations. In their narratives, Chinese universities present themselves as rightful players on the global market that, while being embedded in national tradition and committed to innovation, are able to determine the future of the region and world in general. Russian universities, in their turn, seek to demonstrate their active involvement into the global academic context by highlighting their positions in world university rankings.
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Lin, Zifeng. "Analysis of the Current Situation and Countermeasures for the Development of Shandong Rongcheng Kelp Industry Cluster." Modern Economics & Management Forum 3, no. 3 (2022): 151. http://dx.doi.org/10.32629/memf.v3i3.810.
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Rongcheng is a natural kelp production base due to its unique geographical environment and climatic advantages. Since the 1930s, the Rongcheng kelp industry has played an important role in the development of the Chinese kelp industry. Rongcheng's kelp output ranked first in China for more than ten years, from 2010 to 2021. Its kelp production accounts for nearly half of total Chinese kelp production. This paper analyzes the current development of the Rongcheng kelp industry cluster from six perspectives: natural environment and resources of kelp farming, supporting infrastructure of kelp farming and processing enterprises, main bodies in Rongcheng kelp industry cluster, relevant assistance of Rongcheng municipal government to kelp industry, development of relevant supporting industries in kelp industry. Then it concludes that there are four problems in the current development stage of Rongcheng kelp industry cluster and the development of Rongcheng kelp industry cluster's domestic and foreign markets. It then concludes that there are four issues in the current development stage of the Rongcheng kelp industry cluster. Based on the analysis of the problems and countermeasures, it is concluded that the current development stage of the Rongcheng kelp industry cluster has four problems: low cluster efficiency, an imperfect market system, a lack of technological innovation, and a weak influence of regional brands. It assists the Rongcheng kelp industry cluster in achieving high-quality development based on an analysis of the problems and countermeasures.
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Liao, Wang, Xiaoshu Cao, and Shengchao Li. "Competition and Sustainability Development of a Multi-Airport Region: A Case Study of the Guangdong–Hong Kong–Macao Greater Bay Area." Sustainability 11, no. 10 (2019): 2958. http://dx.doi.org/10.3390/su11102958.
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A new era in the development of multi-airport regions (MARs) has been in China, especially in the construction of global urban areas such as the Guangdong–Hong Kong–Macao Greater Bay Area (GBA). In order to better understand competition and provide significant advice to support sustainable development of Chinese MARs, this paper takes the GBA-MAR as an example, and then explores the competition between airports in this multi-airport region based on route level and its impact on passenger airport choice using three liner models. According to our findings, competition is concentrated on a few air routes in the Northeast–East Coastal region and the Asia-Pacific region, in which all three airports operate. Although the domestic market of the GBA-MAR has been relatively mature, the international air transport market is still left with considerable room, which is also reflected in connections to the world’s cities and tourist destinations. In addition, the research also found that different airport brands created by route type significantly affected passenger airport choice. Overall, the study revealed that whether from a supply or demand aspect, competition between airports in a multi-airport region—not just airline competition in a single airport—is an important topic.
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Chen, Qingxin, Huihui Shi, and Jiawen Chen. "Development Management of Infant Dairy Industry Integrating Internet of Things under the Background of Family Planning Policy Adjustment." Security and Communication Networks 2022 (August 12, 2022): 1–12. http://dx.doi.org/10.1155/2022/3018374.
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To promote the healthy and stable development of infant dairy industry, this work starts from the background of family planning policy adjustment. Based on the Internet of Things (IoT), fertility policy, and other related theories, this work analyzes the population size changes and fertility willingness of Chinese women of childbearing age between 20 and 39 years old from 1980 to 2020. Additionally, this work discusses the current development of infant dairy industry and the willingness of residents in the first, second, third, and fourth tier cities to purchase domestic or imported milk powder. Finally, the IoT technology is introduced into the farm and infant dairy processing links for analysis. The results show that the population of women of childbearing age in China is shrinking year by year, and the willingness to bear children is also declining. From 2016 to 2021, the number of women of childbearing age will decrease by an average of 2.85 million every year. Women in rural areas are more willing to give birth than those in urban areas. Compared with Vietnam and India, China has the lowest population growth rate, followed by Vietnam and India. At present, the development of domestic infant dairy products is facing many setbacks due to the reduction of the birth population, the impact of foreign brands, and the “melamine” incident. Fortunately, due to the strict supervision of the market by the government, a certain proportion of the market has been gradually achieved in recent years. However, residents of the first, second, third, and fourth tier cities are still more willing to buy foreign milk powder. Introducing the IoT technology into the development of infant dairy industry can monitor the content of relevant additives and record the production information through radio frequency identification technology, which improves the quality of dairy products to a certain extent. Therefore, the research on the management of infant dairy industry integrated with the IoT under the background of family planning policy adjustment will have a certain beneficial impact on the subsequent development of the industry.
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Wu, Fang, Qi Sun, Rajdeep Grewal, and Shanjun Li. "Brand Name Types and Consumer Demand: Evidence from China’s Automobile Market." Journal of Marketing Research 56, no. 1 (2018): 158–75. http://dx.doi.org/10.1177/0022243718820571.
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Brand naming challenges are more complex in logographic languages (e.g., Chinese), compared with phonographic languages (e.g., English) because the former languages feature looser correspondence between sound and meaning. With these two dimensions of sound and meaning, the authors propose a four-way categorization of brand name types for logographic languages: alphanumeric, phonetic, phonosemantic, or semantic. Using automobile sales data from China and a discrete choice model for differentiated products, the authors relate brand name types to demand, with evidence showing that Chinese consumers preferred vehicle models with semantic brand names (7.64% more sales than alphanumeric) but exhibited the least preference for phonosemantic names (4.92% lower sales than alphanumeric). Domestic Chinese firms benefited from semantic brand names, whereas foreign firms gained from using foreign-sounding brand names. Entry-level products performed better with semantic brand names, and high-end products excelled when they had foreign-sounding brand names. Thus, the four-way categorization of brand name types should help multinational firms and domestic Chinese firms understand and leverage the association between brand name types and consumer demand.
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Hsu, Cathy H. C. "Brand Evaluation of Foreign versus Domestic Luxury Hotels by Chinese Travelers." Journal of China Tourism Research 10, no. 1 (2014): 35–50. http://dx.doi.org/10.1080/19388160.2013.870505.
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Hu, Yufei, Yuyang Hu, and Ruoxi Ren. "The Benefits of Co-branding for Chinese Games Going Overseas." BCP Business & Management 31 (November 5, 2022): 116–25. http://dx.doi.org/10.54691/bcpbm.v31i.2544.
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With the popularity of 5G networks, China's game industry has seen unprecedented development prospects. For The Chinese game industry, the domestic market growth from growth to stable, the domestic demographic dividend temporarily came to an end, but the foreign game market is still a blue sea, Chinese game enterprises rely on the development of overseas game market to create profits and it has become the most effective way to maintain the sustainable growth of game income scale. The purpose of these study was to explore the joint launch of Player Unknown’s Battleground (PUBG) by Tencent in China and KRAFTON in Korea. The qualitative analysis and SWOT analysis were used in this paper. This research concluded that brand awareness, brand image and brand loyalty are interrelated. Besides, there was correlation between brand image and brand loyalty. Thus, by investing in overseas manufacturers, Tencent not only acquire game dealership rights but also introduce advanced research and development (R&D) technology from overseas to further improve its own R&D level. On this basis, Internet Protocol (IP) licensing opportunities obtained through investment cooperation will not only test the ability of self-research but also pave the way for Tencent to build its own matrix of games in all categories.
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Guo, Hanlong. "Research on the Problems and Strategy Optimization of Erke’s Marketing Strategy based on the Chinese Market." Highlights in Business, Economics and Management 4 (December 12, 2022): 510–16. http://dx.doi.org/10.54097/hbem.v4i.3556.
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In the context of the continuous development of spiritual and cultural construction based on national economic and social development, China’s sports industry has developed well, and people’s consumption of sports products has increased significantly. Based on the analysis of the marketing strategy of Erke, a famous sports goods brand in China, this paper provides an effective and feasible product strategy for Erke’s brand marketing strategy: the cultural strategy of consolidating the brand and development towards internationalization. To help Erke strengthen its brand construction in China, build it into a world-famous sports brand, and improve the international competitiveness and enterprise value of sports goods enterprises. We will help enterprises maintain their domestic market share by adopting appropriate international strategies, upgrading their production methods, and transforming their business models. This paper puts forward clear suggestions for improving Erke’s marketing strategy to help Erke consolidate the domestic market and improve its competitiveness, which is of practical significance for the future development of Erke.
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Jin, Chen Yi, and Rong Rong Cui. "Research on the Development of Clothing Brand Position under the Modern Consumer Culture." Advanced Materials Research 282-283 (July 2011): 261–66. http://dx.doi.org/10.4028/www.scientific.net/amr.282-283.261.
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For the vague positioning of the domestic clothing brand at present and the growing homogenization of products, this article analyzed the features of the modern consumer culture, pointed out the existing problems to the clothing brand development, and introduced a correct countermeasure to guide the market. The author tries to find a developing way to the clothing brand and provide an idea for the marketing strategies for the Chinese clothing enterprises and for the plan of development.
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Hsu, Cathy H. C. "Brand performance of Chinese domestic vs. international hotels: Perceptions of operators as well as domestic and foreign guests." Research in Hospitality Management 5, no. 2 (2015): 123–33. http://dx.doi.org/10.1080/22243534.2015.11828337.
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